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WHO: ESPN The Magazine
WHAT: ESPN The Magazine, a leading, nationally circulated sports magazine, based in New York City, decided to test Repositionable Notes (RPNs) on their publication. The objective of the test was to use RPNs on hardcopy print to drive-up membership to their premium online service called “ESPN Insider.” “The Insider” offers a digital version of ESPN The Magazine, and provides access to even more real time sports information. The message on the note advertised instant access to ESPN Insider and ESPN The Magazine Digital Edition at no extra charge. “We hoped that the note would encourage our subscribers to enhance their member benefits by taking advantage of our free offer to access even more ESPN information online,” said Dennis Farley, senior manager, distribution.
ESPN The Magazine mails over two million copies biweekly, 26 times a year, to a relatively extensive subscriber base. They selected 20,000 of their new subscribers to test an offer using RPNs. The January 2, 2006 issue featured a two-color RPN note that highlighted the tagline across the top, “GET MORE!” ESPN The Magazine had traditionally used cover wraps to solicit such offers to its subscribers, but this time they wanted to try something new and different so they chose RPNs as the means to do so. “The tactic was cheaper than using conventional cover wraps, and it provided greater creative flexibility. We used the RPN to achieve differentiation in the mailbox and to save on the cost of poly wrapping,” said Farley. “We hoped that the note would catch the eye of our subscribers and prompt them to act on the offer to expand their access and overall experience.”
RESULTS: The test did not go as planned. Due to unforeseen systems issues, subscribers were not able to immediately access ESPN’s site to register after receiving the offer in-home. But even with those internal problems, ESPN The Magazine still reported an initial good response rate, with new registrations continuing to come in weeks after the offer was sent, and long after the problem with the website was corrected. “We couldn’t believe it!” said Farley. “We figured the subscribers who had tried to register when the website was down would have given up, but apparently they did not because new registrations tied to that offer kept coming.”
This is a true testament to the fact that RPNs extend the life of the mailpiece. The circulation department at ESPN The Magazine was very pleased with the results and liked it so much that they will try it again to advertise ESPN Insider. ESPN The Magazine has also identified other potential uses for RPNs, such as last issue notifications, to sell ESPN Books, Mobile ESPN, and other ESPN products. They have even discussed using it to sell premium advertising on the cover. “RPNs will definitely become a part of our regular marketing mix,” said Farley.
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